Spencer, Shavon J. Vanhook and Smith, Ken BRANDING OF THE ROANOKE BLACK CARDINALS: A Design-Based Approach to Preserving Black Baseball History. 2025. Radford University, Thesis. Radford University Scholars' Repository.
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Abstract
This thesis explores the intersection of graphic design, sports branding, and cultural preservation through a visual branding campaign for the 1940 Roanoke Black Cardinals, a historically underrecognized Negro League baseball team. As a graphic designer with a passion for athlete and fan engagement, this project uses storytelling and visual communication to reintroduce the Black Cardinals not as a forgotten local team, but as a vital part of American sports history. The campaign draws from 1940s era design aesthetics typography, logos, uniforms, and promotional materials to build an authentic and cohesive identity that reflects the spirit of the time. Grounded in research from newspaper archives, historical records, and museum sources, the project emphasizes how branding can revive cultural memory, create emotional resonance, and foster meaningful connections across generations. By reimagining the Roanoke Black Cardinals through a contemporary design lens, this work demonstrates the power of visual identity to honor marginalized histories and bridge the gap between past and present in sports culture.
| Item Type: | Thesis |
|---|---|
| Subjects: | N Fine Arts > NX Arts in general |
| Divisions: | Radford University > College of Visual and Performing Arts > Department of Art |
| Date Deposited: | 03 Dec 2025 06:12 |
| Last Modified: | 21 Apr 2026 15:53 |
| URI: | http://wagner.radford.edu/id/eprint/1276 |
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